A new brand from H&M will launch its first concept store in London, which will gain an address on Regent Street. Their first shop will open early autumn 2017, with an online platform open to 18 European countries and shops in Brussels, Copenhagen and Munich to be opened in the future.

new hm store london

Arket means “a sheet of paper” in Swedish, and describes the brand’s approach to having fun with their carte blanche:

“It both relates to our origin in the Nordic tradition of functional, long-lasting design and symbolises the blank sheet, the sense of optimism and possibility we felt creating this new brand,” says Ulrika Bernhardtz, Creative Director.

What’s in store for Londoners? The offered range will be a “modern-day market”. It will comprise of womenswear and menswear, kids’ clothing, and a homeware department. Their new products “enable the brand to offer customers high quality and long-lasting products at an affordable price,” as the brand representatives say. Filled with products designed for ARKET exclusively, the shop will also offer the best examples from the other brands.

The London store will also include a café which will serve food inspired by the New Nordic Kitchen: so fresh, seasonal, quality ingredients are something to be expected. The food trend (or food philosophy, shall we say, defined by the best Nordic chefs) embraces also the qualities of healthy living.

Their products are kept secret for now, with more information about the brand and the designs yet to come.

M. K.

Inquisitive and cheeky guest writer. Music/books/fashion/current affairs. Made in Chelsea, but commuting.

No Comments Yet

Leave a Reply

Your email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Subscribe to the newsletter

Get the fresh posts, updates on the best books, films and events,
and take part in competitions and giveaways – sign up now!


I accept the Privacy Policy.